The company has borne the brunt of a sustained campaign by U.K.-based tribal rights group Survival International, that has accused it of damaging the livelihood and environment of the 8,000-strong Dongria Kondh tribe, who live in the remote Niyamgiri Hills of India’s eastern province, Orissa.

Its latest offensive is an ad in Variety magazine appealing to James Cameron, director of blockbuster movie Avatar, to pitch in for the Dongria Kondh, as the film’s fictional Na’vi share a lot in common with the Dongri Kondh.

Amnesty has now joined the chorus of protests against Vedanta, putting a spotlight on one of India’s biggest metals and mining companies…